It's hard to deny Chelsea is always good in doing football business. They bought Veiga for 14m, then so many offers came for them. The first one was coming from Atletico, which was around 35m (add ons). However i believe Chelsea can push Atletico to deal with their asking price.
It's also good for Atletico to get him as a new CB, and the positive is that he can also play as LB as well, though it's not his main position.

Getting him much more better instead of Cuti Romero from Tottenham. I believe this deal will be finished very soon.